Express is launching “The Expressionists”, a social first community of style insiders and everyday dressers designed to bring its #DressToExpress platform to life across fashion weeks, sports moments, and daily style content. Rolling out from Spring 2026, the initiative leans on stylists, athletes, creators, shoppers, and employees to show how the brand fits into modern wardrobes.
Community at the center
At its core, The Expressionists is a curated collective of cultural voices, from emerging creators to established tastemakers who share a focus on confident, personal style. The group is meant to function less like a one off ambassador roster and more like an ongoing community that surfaces real life outfit ideas and styling cues from people who actually wear the product.
The program spans high impact talent partnerships, moments around major events, and user- and employee led storytelling. In practice, that means the same platform can cover a tunnel look on game day, a New York Fashion Week front row fit, and a day to night office outfit built from the same collections.
Kickoff around football’s biggest weekend
To launch The Expressionists, Express tapped into football’s biggest weekend, styling Detroit running back Jahmyr Gibbs, model Nicole Anderson, and Kansas City wide receiver Hollywood Brown in head to toe spring looks. Campaign regulars Barbara Palvin and Dylan Sprouse also appeared, underscoring continuity between the brand’s existing talent universe and this new community format.
Framing the debut around a major sports tentpole ties the initiative to a broader shift where tunnel walks and pregame arrivals are treated as fashion runways. For Express, it’s a way to show suiting, denim, and separates in environments where style and performance culture now overlap.
Fashion week styling suite with Who What Wear
During New York Fashion Week, Express partnered with Who What Wear on an in person Styling Suite in New York City, turning preview appointments into content ready styling sessions. Guests, including Ciara Miller, Venita Aspen, Carl Radke, Andrea Denver, Sonya Esman, and Natalie Lim Suarez were dressed in the spring range.
The suite spotlighted key stories like the Editor Collection, Modern Tech suiting, fashion dresses, elevated tops, and denim, positioning the assortment as versatile enough for front row appearances and after hours events. That format also lets editors, influencers, and talent co-create looks rather than simply receiving finished outfits.
How Express frames The Expressionists
In the launch announcement, Joe Berean, SVP of Marketing & Creative at Express, said, “Our community has always been at the center of everything we do at Express,” adding that “The Expressionists celebrate the people who bring our clothes to life every day. Their creativity makes the brand feel personal, relevant and of the moment.”
Rollout, content, and commerce
From Spring 2026, The Expressionists will appear across social platforms, digital experiences, and in person activations, with a steady stream of outfit ideas, styling tips, and behind the scenes perspectives. Express also plans to deepen its social commerce play via livestream shopping, additional commerce integrations, in-store events, and digital shop in shop experiences tied to the program.
